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Tag Archives: Todd Moto

It’s cool to take a design and develop a system around it. Right now, I am working on brand guidelines for a client that is undergoing a complete rebrand. It started innocently enough…”Hey, can you whip up a sales video for us?” “We need a new white paper design, can you help?”

Before too long, a style developed and the client decided that it was the look of their new brand. Most times, with bigger entities, there is a more prolonged process to defining the look, feel and voice (yes, voice) of a brand before it is deployed. Small businesses tend to wing it just a little more. With the proper documentation of a project, you can define a brand based on the project at hand.

Many times, a new project helps the business owner(s) define what is important and what their brand actually stands for. When you have that information, it can be fairly easy to extrapolate to a brand standard. So it is with my new medium-sized client.

One thing I learned early on is that the brand guidelines or style guidelines document should epitomize the best case scenario of use of the brand. Keep that in mind when you are creating a style guide. Something über modern, cool and sleek like Todd’s might not work for a more conservative organization, so keep that in mind as you are creating your document.

Something else I want to note…brand guidelines are just that. While in the corporate arena, I made my bones pushing, stretching and making the brand go places that it had not gone before. It’s a living document meant to foster creativity, not inhibit it.